10 Key Elements of Succesful Branding

A couple of years ago, when I was taking a marketing class we had the assignment to analyze a brand of our choice. With 5 people per group, each one of us had to work on a different aspect of the brand. Together, we had to create a 50-page report on the brand that we pick.

As soon as my group was formed, I was quick to suggest which brand we should choose, I didn’t even have to think about it. And everyone immediately accepted my suggestion. 

We decided to write about Uber.

In my head, this was an ideal brand candidate. A cool and simple black and white logo. A short and memorable name. It offered an innovative service, and best of all, it was slowly taking over the market. It just seemed like the perfect package to pick apart and analyze.

So what made us immediately agree on that brand? What are the key branding elements that can form an amazing brand?

The truth of the matter is, there are no precise guidelines when it comes to building a great brand. Instead, there are several elements that form a brand, and they all fit together like a puzzle. I like to divide them into three parts:

Visual Brand Elements

The visual part of the brand identity is usually the first thing that people see. When something grabs our attention, we stop and take a closer look. 

They say that you shouldn’t judge a movie by its Netflix thumbnail, but we always have an initial impression when we see something for the first time.

In the digital world, this includes the logo, the colors that represent the brand, and any other visual that brands might use across the web and social platforms. And when it is done right, they can draw attention to your brand, and it can lead the audience to pause and examine.

1. Logo

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McDonald’s does it with fries, Starbucks does it with mermaids, and Nike does it with a swoosh. Logos are a way for brands to mark their territory, to tag their content, and their products.

Depending on the type of brand, there are different logo styles, that might work for different purposes. Logo styles include Word-mark logos, Letter-mark logos, Abstract logos, Pictorial logos, Mascot Logos, Emblem logos, and any other combination between those. When you’re building a brand, make sure that you pick the right logotype for your project.

2. Typography

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Typography is the font you use, and the way that your text and lettering are stylized. Some brands, like Facebook, do not have a logo and instead, they use typography to express their visual identity.

Of course, typography does not stop at the logo, you should apply the same style to all the content that you publish, across all of your web and social platforms. It will make your brand even more recognizable.

3. Brand Colors


It is proven many times over, that colors and different tones have an effect of our mood, our decisions and even our perception of products and brands.

For example, we associate green with healthy products and food, blue is often used with technology topics, pink is a color widely used in baby products, red is used with food and so on. Each color has a meaning in the digital space, so choose the right colors for your brand. 

Use your colors when you’re creating original content, and make sure you stay consistent across the platforms.

4. Unique Style

When you combine all the above mentioned visual elements, your brand should have a unique style. The logo, the typography, the colors, the images, and other media that you use, should all complement each other. This is how original brand identities stand out.

A unique visual identity can make your brand more memorable.

Story Brand Elements

Once the audience has analyzed the visual surface of your brand, and they like what they see, the next step would be to learn more about your purpose. There are many, many digital brands out here, so naturally, we’ve started to pick and choose what we follow, use, and support.

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It is important for your followers to connect with your purpose. We’ve evolved to always look for a bigger meaning behind the things we choose to do. Often times, these things wake up emotions within us like happiness, belonging, acceptance and so on. 

The brands that we use and support can even represent a certain social status. The most obvious example here would be designer brands. Maybe it shouldn’t be so, but that is just the world we live in.

So don’t just make your brand look cool or pretty, make sure you look deeper for a purpose worthy of a following. To communicate the meaning behind your brand, you can create a mission and a vision statement for the public.

5. Mission

The mission part of outlines your purpose, and who you are. Think of it as a description of what you do, and what your brand stands for. 

The mission and vision statements can change over time, but you always need something that describes the purpose at this moment. 

6. Vision

The vision part defines your aim for the future. It is everything that you’re working towards and all the goals you’re trying to achieve.

Take a look at the mission and vision statements of Apple as an example.

7. Brand Story 

The story behind the brand is another way to describe the purpose of your project. This works best for local brands, small businesses and community-driven organizations. Many times, an interesting story hides behind the brand, and if you have one you should tell it to the world.

Build A Brand With A Purpose

The Digital Brand Blueprint guide will help you create a brand through 5 simple steps. Start today!


Value Brand Elements

The last, but most important thing on the list is the value that a brand provides. That is the thing that will make people stay, and come back for more next time.

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Nice looking things catch our attention, the purpose behind them drives us to purchase, but the value that we get in exchange is the thing that makes us loyal supporters. We appreciate good products, we use them again and again, we even become brand ambassadors ourselves.

The value should be considered as the thing your brand provides in return for the attention of the crowd. This means that the more value you provide, the more your brand will be worth.

8. Valuable Results

Think of the end result that people will experience when they use your product or service. There are many products that can produce the same result, so the most successful brands are the ones that stand out from the crowd.

That is why a company like Apple dominates the phone market. People prefer the iPhone because it is hard to match their abilities, and Apple followers are usually devoted fans that will get the next generation of the phone without thinking.

9. Hook

Brands usually do this with an initial offer like a free trial, free services, free samples, and so on. The general idea here is to provide free value before you ask for something in return.

After that, you repeat the cycle by continuously providing value. If you prove to your customers that you can provide value with your products and services, they will keep coming back.

10. Bonus Stack

This is how a brand gets the customer to choose them over other options. The bonus is something unique to the brand, that people won’t get anywhere else. 

Let’s say that you can buy the same shoes at two different stores, and the price is the same. Yet, one store offers free shoe spray when you make a purchase, so you drive there because of the added value to the product. 

If you don’t have everything figured out yet, don’t worry. Branding is a process and not a destination!

What to do next?

You can check out these 15 Social Media Tips that will help you stay on top of your game.

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